Celtic FC is a global brand with a rich heritage. One of Scotland’s “Big Two” clubs, they’ve been bringing home domestic and european trophies to their home in the East End of Glasgow since 1888. With links to Ireland and the truly international Scottish diaspora, along with growth into Asian markets in recent years, Celtic is a club which finds followers in every corner of the globe. Digital Six was lucky enough to design the Celtic FC ecommerce site in 2018 - picking up a slew of awards in the process - and since then we’ve been in charge of their ecommerce marketing. Take a look at the Celtic FC website development case study.

The Celtic FC shop faces quite a unique digital marketing challenge, with a very specific set of competitors including national highstreet retailers and global sportswear brands. While the fans have a preference to buy from the club, the retailers offer a huge network of brick and mortar stores. The international sportswear brands carry the logo and loyal following that it brings. Each customer has a preference, and the number one position in the auction doesn’t always win. And aside from the shirts, kits and premier products - there’s a whole range of added value stock and international locations to consider, when trying to maximise ecomm revenue.

With this kind of challenge, there’s definitely a point of diminishing returns - where spending more doesn’t necessarily mean making more. When you can win the click from position two and three, It’s important to have an eye on profitability, testing and learning to find the sweet spot between spend and return. This is more important than ever as we move through the season from full price to sale. With Shopping such a key channel, optimising the feed with reviews and visual cues to help your listing stand out are key. While remarketing and tactical push marketing is critical to giving light to the rest of the range, beyond the kits and perennial best sellers. Would this approach to ecommerce PPC work for your business?